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Publisher's Summary

Smart people do dumb things. Here's the proof: How much money would you have right now if I gave you the ability to unwind any three financial decisions you have ever made? 

Years ago, after suffering a humiliatingly large dumb tax, it dawned on me that I have a seemingly unlimited ability to hit unforced errors and sabotage my business and financial success. I suspect you do, too. It turns out that the key to getting rich (and staying that way) is to avoid doing stupid things. I don't need to do more smart things. I just need to make fewer dumb mistakes. The vast majority of our dumb tax is a direct result of emotional, overly optimistic, and poorly thought out decisions. Every one of those three decisions you would love to unwind was an avoidable mistake. 

Thinking is critical to sustainable success in business; said another way, business is an intellectual sport. The principles and structure suggested in The Road Less Stupid will enable anyone, regardless of the size of the business, the currency, or the industry, to run their business more effectively, make more money, and dramatically increase the likelihood of keeping that money. It all hinges on Thinking Time. 

This is a business book for business listeners who want to learn the principles and strategies of making great decisions and minimizing risk. The structure of Thinking Time will enable you to minimize reacting emotionally and defaulting to the most obvious "best idea" available in the moment. The series of short chapters and subsequent Thinking Time questions are designed to maximize clarity and create better choices...either of which will result in fewer stupid mistakes. 

This is the real "secret": The chance of success goes up when you think, plan, consistently execute the right things, and worry about the possibility of loss. Here it is on a bumper sticker: Operators react and sweat. Owners think and plan.

©2017-2018 Keith J. Cunningham (P)2018 Keith J. Cunningham

What members say

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    5 out of 5 stars

Best book on business ownership I’ve ever read

I’ve read hundreds of books and have never left a written review. I felt obligated to do so with this book. This is an excellent book on business fundamentals, strategy, execution, growth,metrics and overall business science. It’s a must read whether you’re starting a business or have been in business for 30 years. Highly recommended!

2 of 2 people found this review helpful

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Loved it! Best business book ever!

This was an invaluable read. I will be reading this over and over again and using everything he is sharing. This practical,strategic and tactical information for your business. All read by Keith himself so it felt like I was listening to him in person! Loved it!

2 of 2 people found this review helpful

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love this book, got to see him teach us in person

love this book, got to see him teach us in person, every business owner should read it

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Whether in business or not, you need to read this book.

Keith is a treasure trove of outstanding information and presents the concept of Thinking Time in a direct and matter of fact way that anyone can listen too. Even though a book targeted to the business owner, there are lessons for owners, employees and the person on the street all throughout this book.

There are many times that having the author read his own book is a failed exercise of ego, this is not one of them. I can't imagine a better reading of Keith's material than what is presented here. Now go read the book. You will thank me later.

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  • JV
  • 10-04-18

“Let me put it on a bumper sticker”

Awesome audio full of valuable information and powerful question to help you learn to ask quality questions

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Cuts to the core..

Read the physical copy and listened to the audiobook, and still learning from this book.
There is so many hardcore root business skills in here that reading it once is a sin. I recommend STUDYING this book!!!

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  • Paul
  • Cary, NC, United States
  • 08-04-18

Couldn't finish it

To me, the main point of this book is to think more than you act, and to ask the right questions. All that makes sense.

However, I found the book to lack cohesion. How do all the points tie in?

Keith keeps on trying to sum up concepts on a "bumper sticker" but often there is no way the summaries could fit on a bumper sticker, nor make a very concise pithy comment for the back of a car.

He also has "thinking time" questions which while good, are too numerous to really be of value. I would recommend something like Lean Startup over this book as a way to understand measurement and making meaningful gains in your business.

Sorry, but returning this one.

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  • E. S.
  • United States
  • 07-16-18

Run a profitable and sustainable business

Great book, Keith shares the foundation of running a profitable business. Read this if you are a business owner.

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funny! and true! I am listening to it on repeat

This is a great book, I read 2-3 books per week and this is my favorite this year! Keith is funny and insightful, this book makes you think!

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buy this book

Whether you are running a company or just an employee this book will help you. It has numerous techniques that can be applied to almost any situation. Thinking Time. About half way through listening I decided to buy the hardcopy as well. I was taking so many notes with my IPHONE I almost ran out of memory. Just joking but its worth the money.

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  • Geeta Tailor
  • 09-03-18

This book speaks common sense!

Absolutely loved this book because of its no nonsense approach to creating a solid base for business. The questions in the "go think" section were really valuable. It has helped me create a simple plan in adding value to my clients in a way I can create sustainable revenue. Its early days but I can see light at the end of the tunnel.

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  • Gabriel
  • 08-07-18

Thanks for the decerning insight

Very applicable and useful insight that falls in the top 3 of over 30 reads. Glad I bought this one.

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  • Anonymous User
  • 06-19-18

Hands down the best business book - EVER-

well done Keith, well done. A great book. Well ready, direct to the point with useful information to implement from day 1

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  • Irene
  • 06-16-18

Practical Earthy Business Advice.

Sometimes we think the act of always being busy or amazing is what makes us a good business person but really it is about that time we take before we implement this cool mind map or spreadsheet on 'tactics' is what is the magic bullet. But Keith clarifies how just asking ourselves good questions and taking the time to really nut those out with cycles of questions and time will save us money but not running and jumping into something because it is on trend.

What works for another business may not work for yours, don't strive to be busy, strive to be smart.

Thanks Keith for getting a bit more digital. Even though I have the print version earmarked and read a chapter a day, having you talk to me on my morning walks anchors in the lessons you give deeper. Thank You for saving me time and money by sharing your wisdom.